SEO Meets Journalism: Google News

Terms; Fundamentals You Need to Know[Unconference] at ONA 2017

Data background

Tobias Fellner-Jost

Founder / Managing Partner

Email: fellner@trisolute.de

Twitter: @Newsdashboard

Newsdashboard.com

Journalism background

Chelsey Heath

U.S. news SEO strategist

Email: chelsey.heath@newsdashboard.com

Twitter: @chelseyheath or @Newsdashboard

Newsdashboard.com

o What are readers searching for, specifically for

news topics or keywords?

o What keywords and stories am I missing?

o What is the search visibility of my stories (so that

more people can see them)?

o How much of our traffic/readers are referred

from search? Google News specifically?

o How does our website perform compared with

competitors?

o What is our search visibility, and how is that

changing over time?

Google News Box appears in SERP

Google News tab news.google.com

Google News categories

SERP = Search

Engine

Result Page

Carousel (non-AMP) Text links

Content Visibility Traffic

Keywords

Content

Optimization

Performance Measurement

Repeat if

necessary

Which topics are

trending?

Which articles were

recently published?

Optimization of

content

Are our actions

successful?

Sometimes, Google indexes a story to a keyword that you aren‘t aiming for.

News Index Organic Index

Trust of News SourceLength, Keywords,

Title

Topicality

CTR in Newsbox

Link Profile

Link text of incomingLinks

Relevance regardingKeyword/Topic

User Behaviour „200 Ranking Factors“

Meta Keywords Sitemaps

o Relatively simple rules for

news

o Continuous analysis of

own situation is helpful

o Measures with positive

impact can be found

Organic Index

Trust of News SourceLength, Keywords,

Title

Topicality

CTR in Newsbox

Link Profile

Link text of incomingLinks

Relevance regardingKeyword/Topic

User Behaviour „200 Ranking Factors“

Meta Keywords SitemapsYou can make a

difference

News Index

Questions:

• fellner@trisolute.de or chelsey.heath@newsdashboard.com

• Trisolute News Dashboard

• @newsdashboard

• Newsdashboard.com Follow monthly U.S. search index analyses on our blog